Issue link: https://digital.copcomm.com/i/1533069
findings include: High Intent to Travel: Over three- quarters (76%) of Black travelers plan to take a domestic vacation in 2025, with more overnight leisure trips planned than day trips during this period. Travel Planning Trends: Word-of- mouth recommendations from friends and family remain the primary driver of travel planning decisions, particu- larly for Boomers. Notably, 87% of Black travelers express a willingness to pay for premium travel upgrades, including hotel accommodations and airline seat selections. Additionally, nearly half (46%) are members of Black travel groups like Black Travel Movement and Black Women Travels, which foster a sense of community and provide culturally tailored experi- ences. Travel Motivations: Millennials show a particularly strong inclination toward destinations that celebrate Black culture, seeking opportunities to engage in cul- tural experiences and support Black- owned businesses. In contrast, Gen Zers and Boomers emphasize affordability as a key driver, reinforcing the desire for memorable and high-value travel experi- ences. Spending: Travel expenditures are expected to increase by $1,300 per travel- er compared to the past 12 months, bringing the average total spend to $2,992 in 2025. Higher-income travelers allocate 59% of their budget to trans- portation and accommodations, com- pared to 51% among lower-income trav- elers. Additional insights from the study include behaviors and preferences spe- cific to the segments of international travel, business trips and more. B M & T ••• March/April 2025 ••• www.blackmeetingsandtourism.com 37 T R AV E L D A TA N ew research by MMGY Travel Intelligence unveils compelling insights into the travel motivations, plan- ning behaviors and spending patterns of U.S. Black travelers, highlighting notable shifts in preferences for 2025. Safety and a welcoming atmosphere continue to dominate the priority list for this growing demographic, with 79% citing these fac- tors as highly influential in their travel decisions. Presented in partnership with the Black Travel Alliance (BTA) and the National Coalition of Black Meeting Professionals (NCBMP) , the compre- hensive study shares findings from three data sources: a national survey of 2,000 Black leisure travelers, intelligence from DK Shifflet's TRAVEL PERFORM- ANCE/MonitorSM and an online survey of 200 members of the NCBMP. "Creating memories, relaxing and exploring new destinations while feeling safe are paramount for today's Black travelers," said Simon Moriarty , Vice President of Research & Analytics for MMGY Travel Intelligence. "By offer- ing actionable insights, these studies empower travel businesses to develop tailored strategies and solutions that resonate with the needs of each audi- ence, driving both personalization and profitability." Leadership for the BTA and NCBMP echoed the importance of this research. "The data shown in these reports U.S. BLACK TRAVEL MARKET IS NOW A $145 BILLION AUDIENCE ACCORDING TO NEW RESEARCH MMGY partners with Black Travel Alliance and the National Coalition of Black Meeting Professionals for an in-depth, multiyear examination of this growing travel segment speaks to the significance of Black trav- elers. It also is a wake-up call to many destinations that are considering adapt- ing their current engagement strategy," said BTA President Martinique Lewis . "Once again, the data is clear: Black people do travel, and our buying power does impact communities," said NCBMP CEO Jason Dunn . "This should no longer be a question but a fact and a speaking point in all boardrooms, partic- ularly in this climate of indecisiveness." Portrait of Black Travelers in America Based on a survey conducted by MMGY in fall 2024, the core report pro- vides detailed insights and analysis of the Black travel audience in the U.S. Key